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Tanya Singh: My inspiration

Indecision is a common consumer experience.

Marketing: What are the consequences of putting off purchase decisions?

Have you ever put off a purchase for later? I often travel for conferences and found that I kept putting off buying flights. Choices are hard and it is understandable to defer some choices for later – but how does delaying choices impact us? Does it affect subsequent choices? These are the questions that my research tries to address.

I started out my career with a PhD in Genetics – studying how bacteria evolve! As fascinating as that field is, evolutionary biology is hard to test given the timescales required, and I realized I wanted an area of research that had real world, real-time implications. This pushed me to study consumer behavior where I could apply my knowledge of complex systems to the faster-paced world of business and consumer behaviour.

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